The Year in Trends 📈📉
2024 was a year full of trends that were equally as absurd as they were influential. Let’s take a look back at some of our favorites that not only fueled FYPs, but also the wider cultural zeitgeist…
Gen Alpha, Aging, and the Sephora Tween Phenomenon 💄
Everyone was obsessed with aging this year 👴
- TikTok’s Al aging filter humbled us all
- Gen Z believed they were ‘aging like milk‘
- Vaping, makeup, cancel culture and karma have all been blamed – but we also might just be…getting older?
- And the Gen Alpha Sephora tweens took over a skincare aisle near you (never forget)
We had a BRAT… everything? 💚
Summer was so Brat ☀️❎
- Apple TikTok dance was everywhere
- “kamala IS brat” – Charli XCX
- Brat summer & meme culture infiltrated the 2024 Presidential Campaign
- Kamala HQ rebranded to be chronically online
- AP Gov curriculum will never be the same
Brands were so Brat
- Field Roast’s plant-based brat-wurst
- Uber Eats’ brat summer starter pack
- Poppi Soda was a little bit brat (and a little bit demure)
Plus, some of us had a Brat Autumn too…
Pop Princesses and Country Music reigned 🎵🎸
Pop music popped off 💥
- Chappell Roan blew UP!
- Charli XCX and the masterpiece that was the Brat album rollout
- Sabrina Carpenter had us SAT with Short N’ Sweet
Country went everywhere and everyone went country
- Beyonce gave us Cowboy Carter
- And collabed with Dolly Parton, Miley Cyrus, Post Malone and more
- Post Malone also dropped a country album with features from all the favorites
- Plus Shaboozey is STILL topping charts
We were influenced…📲
New influencer cohorts were everywhere
- Tradwives and #STAGs (Stay at Home Girlfriends) baked sourdough from scratch
- Cleanfluencers decluttered, restocked and repeated
- Teen Mom-Tok make big money while breaking stereotypes
- 13-year-old tween TikTokers filmed get-ready-with-me videos
- The Costco Guys and The Montana Boyz gave us a little bit of brain rot
- Street interviewers became the next big thing
And we were de-influenced
Some trends had us embracing minimalism this year
- Underconsumption core traded the endless shopping sprees and product hauls for a more mindful approach
- Because let’s be honest, nobody needed ‘Blueberry milk‘ nails
- It’s just blue.
- Loud budgeting was the new #nospendjanuary
- One of 2024’s earliest TikTok trends had us feeling empowered to speak up and set financial boundaries
- Essentially, the inverse of 2023’s infamous ‘Quiet Luxury‘
2024 Word of the Year: Brain Rot
The umbrella term to describe being extremely online pretty much sums up how we spoke this year
- Chili’s triple dipper and yap, anyone?
- Unfortunately, we still don’t know what a Skibidi Ohio Rizzler is
- And how many aura points do we lose by trying to explain what aura points are?
- We’re all a little chronically online, I fear
In 2025, maybe we’ll try and touch some grass 
… or not.